The impact of corporate reputation and service quality on customer loyalty

Subject Areas :

صدیقه طوطیان ¹ , شهرزاد طیاران ² , امید درویش زاده ³

1 - استادیار، گروه مدیریت، واحد تهران شرق، دانشگاه آزاد اسلامی، تهران، ایران.
2 - استادیار، گروه مدیریت، واحد الکترونیک، دانشگاه آزاد اسلامی، تهران، ایران.
3 - کارشناسی ارشد مدیریت بازرگانی ،گروه مدیریت، واحد الکترونیک، دانشگاه آزاد اسلامی، تهران، ایران.

Received: 2018-04-06 Accepted : 2018-04-29 Published : 2022-09-26

Keywords: customer loyalty, corporate reputation, quality of service,

Abstract :

Given the importance of customer loyalty in the manufacturing and service sectors and the role of these variables influencing and being influenced by other organizational variables, This paper investigates the impact of organizational reputation and service quality on customer loyalty were discussed. To this end all customers carmaker Iran Khodro in Tehran as population and 385 subjects were selected by using simple random sampling. Also, Data collection instrument was a questionnaire to arrange the questionnaires Caruana and Irving (2010) for customer loyalty, Yang for corporate reputation and Duarte et al (2016) were used for quality of service. In this way, and the effect of corporate reputation on customer loyalty and the impact of service quality on customer loyalty were measured. While research data to measure and Lisrel Spss software was used. The results obtained in this study indicate both corporate reputation and quality of service has a significant positive effect on customer loyalty. This applies to every single indicator is intended for corporate reputation and quality of service was approved.

References:

Haghighy kafash,Mehdi.sayeed,esna ashary,momamad.1393.tasir shohrat sazmani bar niate raftary
moshtary dar bank eghtesad novin,pajoheshnameh modireiat tahavol,sale6,n,11,pp49-30.
 Rahimi, hossein.1394.asare keafit khadamat VA danesh bank bar vafadary moshtareyan, majaleh
modireiat bazariaby, doreh 8, n27, pp124-146.
 Taleghany, ghlamreza.nargesian, abass.1391.rabeteh shohrat sazmani ba negaresh shogli kakonan
Iran khodro, majaleh modireiat farhange sazmani.doreh10, n1.pp97-114.
 Alipor, hamidreza.porasghar, sahar.1390. Asare keafit khadamat bar vafadary moshtareyan.
Danesh modireiat. Doreh3.n1, pp53-72.
 Mehdikhani, rasol.zanvare, seyed jafar.1395. Rabeteh etebar nameh tejare VA vafadary
moshtareyan, bank keshavarzi, konfrance paradimhay novin modireiat hoshmand tejare VA
sazmani72
 Agha Kasiri, L. Guan Cheng, Kenny Teoh, Murali Sambasivan, Samsinar Md. Sidin. 2017. Integration of
standardization and customization: Impact on service quality, customer satisfaction, and loyalty. Journal of
Retailing and Consumer Services. 35, 3.91–97.
 Ali, I. Alvi, A. Ali, R.2012. Corporate Reputation, Consumer Satisfaction and Loyalty. Romanian Review of
Social Sciences. 3, 2. 13-24.
 Anderson, E.W. and Fornell, C. 2001. Foundations of the American Customer Satisfaction Index, Total
Qual. Manage. 11, 7. 869–882.
 Bartikowski, B. Walsh, G. Beatty, Sh. 2011. Culture and age as moderators in the corporate reputation and
loyalty relationship. Journal of Business Research. 64, 1. 966–972.
 Caruana, A. Ewing, M. 2010. How corporate reputation, quality, and value influence online loyalty, Journal
of Business Research. 63, 4. 1103–111.
 Dwivedi, A. Merrilees, B. 2016. Holistic consumer evaluation of retail corporate brands and impact on
consumer loyalty intentions. Australasian Marketing Journal. 24, 2. 69–78.
 Fombrun, C. J. & Van Riel, C. B. M. 2003. Fame & fortune: How successful companies build winning
reputations. Upper Saddle River. NJ: Prentice Hall.
 Jiatao, H. depeng, Zh. 2008. Customer Value and Brand Lloyalty: Multi-Dimentional Empirical test.
International Seminar of Future Information Technology and Management Engineering.
 Oliver RL. Satisfaction: a behavioral perspective on the consumer. New York: McGraw- Hill; 1999.
 Zhang, Y. 2009. A Study of Corporate Reputation’s Influence on Customer Loyalty Based on PLS-SEM
Model. International Business Research. 2, 3. pp. 28-35.
 Zhang, Yang. 2009. A Study of Corporate Reputation’s Influence on Customer Loyalty Based on PLS-SEM
Model. International Business Research. l2, .3